How Twitch Has Courted Non-Endemic Brands and Achieved Growth During Pandemic

Posted on by Chief Marketer Staff

While much of the country abides by quarantine restrictions and marketers pivot programs to accommodate virtual settings, the gaming vertical has become an increasingly attractive option for engaging with homebound consumers. Its virtual roots have worked to the advantage of streaming platform Twitch, which has emerged a winner in a world of pandemic-fueled lockdowns. The platform has capitalized on non-gaming content, too, while continuing to serve core users, according to a piece in AdExchanger.

Daily visitors have ballooned during the pandemic—from 17 million to 27 million, according to Twitch CMO Doug Scott. But the content is not necessarily focused just on gaming. Other topics, including cooking, sports and music, are increasingly popular; in just the past three years, the amount of such content has quadrupled. Still, Scott maintains that super serving its core users is the brand’s focus, with events like TwitchCon and community meetups to connect creators within their respective cities as the key focus.

For non-endemic brands interested in partnering with the platform, interaction with this hard-to-reach audience is critical, Scott says. Rather than being passive observers, users come to the platform to engage—and the best way to achieve that is through custom campaigns and partnering with creators to ensure a unique experience for the community. For more on Twitch’s marketing strategy, read on in AdExchanger.


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